Building a successful newsletter subscribers list is an important part of online marketing for software companies.
Why do you need newsletter subscribers?
A newsletter subscribers list can help your company in a number of ways:
- Drive more targeted traffic to your Blog, or other content you wish to promote
- Create a community of loyal readers and followers
- Build your brand
- Establish yourself as an industry leader
Improve Customer Retention
A newsletter is a wonderful vehicle for improving customer retention, providing you with the ability to keep your existing customers engaged, fulfilled and happy.
The cost of acquiring a new customer can be as much as 5 times the cost of keeping an old one.
Peppers & Rogers
Significantly Impact Revenue
Customer retention is an important part of any successful business, and can contribute to a significant impact on revenue.
A 5% increase in retention yields profit increases of 25 to 100 percent.
Bain & Company
Be Clear About The Information You Provide
Nobody likes to receive junk email. If you're not clear up front about the topics and information you will provide, then it's likely that you will have a high unsubscribe rate. Be open and honest, both with yourself and with your audience. Create a solid content plan to determine what you will, and will not, cover in your newsletter topics.
Collecting Newsletter Subscribers
Once you have a solid newsletter that you're confident your customers, prospects and target audience will enjoy you need to market it. There are many ways to build up the number of newsletter subscribers in your list using your website.
At OpenView we use ExactTarget to manage our weekly viewing value newsletter. We use web collect forms in a few innovative ways to promote the newsletter to our various target audiences.
Newsletter Popup Form
This popup appears for new visitors to the site after 10 seconds. If a user clicks the 'No thanks' then a cookie is stored, and that user will not be asked again for 10 days. If a user successfully signs up a cookie will be stored and they will not be asked again for 365 days. This method effectively targets new visitors to the site, while letting existing, frequent visitors pass through without any roadblocks.
We also frequently AB test various different content within these popups to try out new ideas for increasing conversion. Each popup is customized for the specific website (Blog, Labs or Partners) to target the various respective audience types.
This method currently accounts for 35-50% of our website opt-in newsletter subscribers, and is the most successful method for adding newsletter subscribers to our list.
Drop-in Form
This form will slide down on individual articles and content types when a visitor scroll through 50% of an article. This successfully targets users that are interested in what they are reading, and would most likely enjoy our weekly newsletter.
Currently this accounts for 22% of our website opt-in newsletter subscribers.
Traditional Sidebar Callout Form
There's nothing fancy about this method, it's the traditional approach most sites use. The benefit is that it's easily accessible to all audiences. The downside is that it's shown to returning visitors and visitors that are already subscribed, and it takes up valuable real estate.
Currently this accounts for 14% of our website opt-in newsletter subscribers.
Gated Ebook Downloads
Each quarter we release a new ebook on a popular subject of interest to our readers. We ask that anyone interested sign-up for our newsletter, and the results are significant. This method is questionable, it's hard to know the drop-out rate for this segment of newsletter subscribers. Someone that is interested in one of our ebook 's will undoubtably find value in our newsletter, and if they don't we make it very easy to unsubscribe.
The ebook landing pages continue average a 42% conversion rate for newsletter subscribers on the Labs website.
Promotional Landing Page
Our last conversion method for adding newsletter subscribers is our optimized landing page. Many staff member's at OpenView have a link to this page in their email signature, and we promote it throughout our various content medium's.
The newsletter sign-up landing page has a 28% conversion rate on the Partners website, and accounts for 41% of the newsletter subscribers on the Partners website.
Get Feedback From Newsletter Subscribers
The best way to increase the number of newsletter subscribers you have is to improve the quality of your content by asking your existing subscribers what they like, don't like, and their general thoughts. As your newsletter content get's better, your subscribers will begin to share the content with like minded peers. This toned down 'viral' factor can have an enormous impact on the number of newsletter subscribers in your list, but it takes time and dedication to do it right.
In Conclusion
Hopefully these insights provide you with a better understanding of just how important a list of newsletter subscribers is to your business. Successful newsletter campaigns can impact customer retention, which can increase profit in your organization (25% to 100% over).
So what are you waiting for? Start using the method's mentioned above to start collecting more newsletter subscribers today!
Other Resources for Increasing Newsletter Subscribers
- How To Get More Newsletter Subscribers
- 7 Ways to Increase and Retain Newsletter Subscribers
- How to Get Email Newsletter Subscribers
- 10 Ways to Increase Email Newsletter Subscribers
- Tips for Growing Your Newsletter Subscribers List
- Customer Retention Principles Whitepaper from Constant Contact
photo by: FontShop
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